Utiliza el Identity Management para crear segmentos y audiencias para tus estrategias de marketing.
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Por Jim Smith de Gigya.
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Utiliza el Identity Management para crear segmentos y audiencias para tus estrategias de marketing.
- 1. © Copyright 2016 Gigya, Inc. Identifying your Customer
- 2. Proprietary & Confidential 2 Today’s Agenda • Trends in Identity • GigyaApproach to Customer Identity Management • Connect • Collect • Convert • Integrating Customer Data • With MarketingApps • With Other Systems • Q&A
- 3. Proprietary & Confidential 3 Identity Trend #1: Consumers want personalization and customization
- 4. Proprietary & Confidential 4 Offline era = Intimate
- 5. Proprietary & Confidential 5 PC era = Customization and Personalization • Email Personalization • Website and Mobile App Personalization and Customization
- 6. Proprietary & Confidential 6 Identity Trend #2: Users are demanding a trusted experience where they control their information (Privacy and Compliance)
- 7. Proprietary & Confidential 7 No Control
- 8. Proprietary & Confidential 8 User Control – Profile Center/Preference Management
- 9. Proprietary & Confidential 9 Compliance • Social Provider’s ‘Terms of Service’ (TOS) • Government Regulation
- 10. Proprietary & Confidential 10 Identity Trend #3: Global security & regulatory environment demands business investment
- 11. Proprietary & Confidential 11 Data breach OR Lack of Security
- 12. Proprietary & Confidential 12 Takeaways Security Customer Experience Omni Channel Customer Experience Access Management Personalization & Customization Data Security Privacy Compliance Regulatory Compliance Preference Management
- 13. Proprietary & Confidential 13 Today’s Agenda • Trends in Identity • GigyaApproach to Customer Identity Management • Connect • Collect • Convert • Integrating Customer Data • With MarketingApps • With Other Systems • Q&A
- 14. 14© Copyright 2016 Gigya, Inc. Customer Identity Management Platform Turn unknown users into known, loyal customers 1.1B Identities 700+ customers 46 Countries 15B API Calls / Month
- 15. Proprietary & Confidential 15 700 Global Enterprise Customers Media & Entertainment Consumer Products Ecommerce Travel & Leisure Education / Non-Profit Communications & Infrastructure Financial Services Healthcare
- 16. Proprietary & Confidential 16 Gigya: Customer Identity Management Platform Registration-as-a-Service Profile Management Customer Insights CONNECT COLLECT CONVERT Social Login Regulation & Compliance Identity Access Engagement & Loyalty Hygiene & Governance Identity Exchange Marketplace
- 17. Proprietary & Confidential 17 Connect: Registration-as-a-Service & Social Login
- 18. Proprietary & Confidential 18 Collect: Identity Profile Management Identity Storage Highlights: Unstructured Identity Data Storage Identity & Account Linking Terms of Service Management Privacy Regulation Compliance Access Rules & Permissions
- 19. Proprietary & Confidential 19 DemographicsConvert: Report and Segment
- 20. 20© Copyright 2016 Gigya, Inc. Convert: Exchange with Other Applications
- 21. Proprietary & Confidential 21 Today’s Agenda • Trends in Identity • GigyaApproach to Customer Identity Management • Connect • Collect • Convert • Integrating Customer Data • With MarketingApps • With Other Systems • Q&A
- 22. Proprietary & Confidential 22 Data Integration with Business Applications Email Marketing Data Management & Ad Serving Content Management SMS & Push Notifications Recommendation & Personalization Web Analytics
- 23. Proprietary & Confidential 23 Batch Data Exchange (Salesforce Marketing Cloud) Profile Management ETL Service Data Mapping Export Format Encryption File Names Exception Notification Compression Scheduling Transport Filters: New / Updated Accounts Other filter criteria External Systems Email Service Provider Campaign Management System Data Warehouse CRM DMP
- 24. Proprietary & Confidential 24 Gigya Integration – Web Analytics - Google Analytics Web Analytics Client App – On Page Load Gigya User Object Relevant User Data (e.g. UID, Gender, Age, Relationship Status, Country, Likes) Enhanced Analytics Page loads Gigya JS, calls getAccountInfo() Gigya responds with User Object 1 2 3
- 25. Proprietary & Confidential 25 Gigya Integration – Advertising Platforms - DoubleClick External Advertising Platform Client App – On Page Load Gigya User Object Real-time decision Page loads Gigya JS, calls getAccountInfo() Advert Delivered Gigya responds with User Object Enhanced Analytics 1 2 3 Relevant User Data (e.g. Gender, Age, Relationship Status, Country, Likes) 4
- 26. Proprietary & Confidential 26 Business Objectives • Improve User Engagement and Retention • Increase UserAcquisition and Data Quality The Solution • Gigya’s RaaS and Social Login option • Gigya’s Engagement Modules The Results • 8x Increase in UserAcquisition and Data Capture • 20-25% Forecasted Increase inAds Revenue • 12 Months Saved in Development Time NewsLifeMedia Case Study
- 27. Proprietary & Confidential 27 Integrated authentication on vending machines and grew user base 120% increase in daily logins 48% increase in new registrations Customer Spotlight: Nutricia-Danone 120% 48%
- 28. © Copyright 2016 Gigya, Inc. Q & A
Notes de l'éditeur
- Seamless customer experience Omni-channel awareness Opt-in data sharing Transparent, preference management Better marketing, service & products
- Secure identification (e.g., 2-Factor, MFA, RBA) Trusted data management (e.g., preference center) Data privacy compliance (e.g., regional data laws) Safely manage consumer data (e.g., data encryption) ISO XXXXX
- Gigya’s roadmap, strategy, and vision are grounded in two megatrends we see affecting enterprises today: The need to meet customer expectations around a great user experience in exchange for users giving businesses their data The need to handle customer information securely and in a compliant way. This is not only governed by an increasingly impactful global regulatory environment but also privacy considerations critical both to that compliance as well as to meeting customer expectations around trusting how their data will be used. A Customer Identity Platform is necessary for both managing the upside opportunity of more engaged and loyal customers based on a trusted relationship and protecting customer data in a secure and compliant way to ensure an enterprise’s most valuable data, and its reputation, are protected. To really understand this need for customer identity management, it’s important we understand why current solutions aren’t living up to the challenge.
- Before we get into the details on how those three areas have informed both our near and long term roadmap, it’s important that you get a feel for who we are and the consumer scale that we manage. With more than 1.1B identities for over 700 customers in 46 countries, our system is handling more than 15 billion API calls per month. This means we have the scale and breadth to meet your needs today and into the future, and we’re already doing it for enterprises across industries. Even more striking is that the number of identities under management has jumped over 50% in just the past 8 months alone, from 700M to 1.1B.
- [Walk through each of the graphs on the slide. Note that the “Based on 10% of users” refers to the fact that only users reporting that data are included.] [Not shown is Location, which can show a world map, US map, each continent, and some sub-regions (e.g. Central America).]
- Now it really comes down to what you do with that data. The convert piece of this is all about using customer information to provide personalized experiences, better products and better services at every stage of your customer’s lifecycle. And we do that in a number of ways: Fist we provide a tool called Customer Insights so you can get a better understanding of your customer base their demographics and preferences. Second we’ve built the Identity exchange platform which provides Out-of-the-box integrations into industry leading marketing solutions currently number well over 100 integrations. These integrations can save you months of implementation time and really ensure you get off to a fast start in applying the rich profile information you collected in the prior steps. The other aspect of our solution is Open API Access. So it’s not just about where we have existing integrations but we have well documented API that will allow you and your developers to create integrations into any system to create personalized brand experiences.
- Gigya touches our customers’ end users at every step of their journey in engaging with your brand, and we are constantly working to optimize that end user experience. Starting with social plugins that help to build awareness about the brand, users arriving to our customers’ sites subscribe, register, and authenticate through Registration as a Service, Social Login, and newly released advanced forms of authentication. They progressively build their profiles over time and their identity data is synchronized with downstream sales, marketing, and service applications to ensure they have a seamless experience at every touchpoint and in every communication, ultimately fostering the relationships that lead to a loyal user base. Already in 2016, we’ve released passwordless authentication via a one time pin to your mobile as well as native mobile app session encryption via fingerprint, all in an effort to offer your users alternatives to remembering passwords. We also released the latest version of our identity synchronization capabilities, making them more dynamic than ever by empowering our internal teams, customers, and partners with a flexible scripting capability. These custom scripts, including a set we will offer out of the box to our customers, will enable you to ensure every piece of data synced and every piece of data stored is fully compliant with regional regulations, social network policies, and the consent granted to you by your users. They will support wide-ranging use cases including bulk data transformation, cross-database consolidation, and user group segmentation. In Q4, we also plan to release a web-based configuration UI to give you full autonomy over your identity sync integrations. In addition, the coming months (and quarters) will include the release of a number of optimizations to our UI Builder that will make it even easier, and more compelling, to implement RaaS via WYSIWYG (“wih-zee-wig”) editor. Optimizations are based on functionality consistently requested by our customer base, which sometimes inhibited their ability to use the UI Builder in the past. These include conditional workflows and better CSS customizations (Q3), better array handling for opt-in management (Q4) and progressive profiling (Q1 2017), just to name a few. Finally, in 2017 we will also address the critical painpoint of initial data acquisition prior to account creation for our customers. Users will be able to provide initial details on themselves without creating a full account, in exchange for gaining access to the content, such as newsletters, that interests them. This enables businesses to learn about their users, build trust through the proper management of the users’ opt-ins and preferences, and ultimately foster the relationship that will convert those users into full account holders. That covers the Customer Journey and Experience overview. Any questions before we move on to privacy and compliance?
- Nutricia-Danone is a multinational food industry leader that puts consumer health and nutrition at the core of its strategy. As the inventor of baby formula with a majority market share in the Netherlands, Nutricia-Danone produces goods and content for moms and their babies. Nutricia-Danone implemented Gigya’s Registration-as-a-Service (RaaS) and Social Login across Nutricia web properties, including formula vending machines located throughout the Netherlands, bringing legacy technology into the world of connected devices and the Internet of Things. This requires consumers to identify themselves and share specific information before taking actions and making purchases, with Gigya automatically managing all regional and social data privacy compliance. Users’ identity and on-site behavioral data is then consolidated into user profiles within Gigya’s Profile Management database, where it is automatically indexed and made ready for use. The ability to collect user information like relationship statuses, Facebook Likes, content consumption and more through registration and on-site activities helps Nutricia-Danone build rich profiles of each consumer. This single view of customer identities and behaviors across channels provides the power to analyze shoppers’ needs and monitor purchases across touchpoints. Nutricia-Danone can then manage supplies accordingly to ensure all parents are able to get the formula they need to care for their babies, without having to turn to other brands. With a deeper, actionable customer understanding, Nutricia-Danone personalizes users’ on-site and in-app experiences. For example, it is able to surface relevant articles based on the age of a customer’s child, or provide shorter content if the user is primarily mobile. The brand can also trigger and tailor email campaigns based on events, such as when a mother reaches her provided due date, to help build customer relationships and foster retention across the customer journey. Gigya ensures that all customers’ identity data is completely permission-based and compliant with social and regional privacy regulations.